1. Targeting the Market #4
Today I am: Focusing on the fundamentals of marketing: market and market identification, market share and target market
So I can: build a foundation of my understanding of marketing
I will know I’m successful when: I am able to use these concepts on an ongoing basis to effectively build professional marketing plans.
Upon arrival please read pages 17 – 18
As you read today consider this question: How do you think marketers decide to sell their products?

2. These terms form the very foundation of Marketing
Vital Marketing Terms
These terms form the very foundation of Marketing
Market – all people who share similar needs and wants and who have the ability to purchase the product
Question: name a market in which you would be included
Consumer Market – those who purchase for personal use
Organizational Market – businesses who purchase products for use in their operations
Consumer Marketing is obvious around us – TV, social media, internet, etc.
Where does Organizational Marketing take place?
Can the same product be both consumer and organizational?
YES – examples?

3. Consumer
Market
Organizational
Market
What you have seen
What you now see
More Career
possibilities
possibilities
Career

4. Market Share – A company’s percentage of the total sales volume generated by all companies in a given market
Target Market – group identified for a specific marketing program
Customer Profile – specific characteristics of customers within a target market
Smart Phone print ad: What differences for the same product might we see if targeted for teens vs. business people?

5. Computer Assignment: Work independently
Locate one consumer product and one organizational product.
For each, answer the following question: “Who do I perceive the target market to be for this product?”
Using the Internet, choose any market and then identify one company within that market. Locate their market share in both percentage and revenue. Use Google and search “company/product name market share.” For example: “Nike Free market share”
Work the remainder of the class period. Finish at home if necessary. Write your answers on your note page. Basket of Destiny sharing first thing tomorrow.